How on earth are you supposed to market your cleaning business online if your website like a ‘ghost town’…. ?

Tumbleweeds instead of prospects?

You literally can’t remember the last time you received a lead from your website – and instead, you spend a fortune in either your time, or $$ trying to drive sales for your cleaning business by cold calling or telemarketing…

It’s exhausting….

Believe it or not, a few simple ‘tweaks’ could be the difference between your prospects landing on your page and staying to find out more, or clicking away in a hurry because it looks like your site was designed in the 90’s…

Your prospects “live” online – and if you’re not there – you’re no-where and you don’t exist as far as they are concerned… (Want to know more – check out my “Meet The Millennials” blog post here).

Not great if you’re wanting to keep winning new clients for your cleaning business…

In today’s video, I share 3 really simple strategies for improving your website. Go check it out by clicking on the image below, and let me know what you think in the comments..

Would You Like Me To Help You?

Best-selling author, Ultimate Marketer and Small Business ICON Award Winner, Lisa Macqueen knows how to use strong management skills, smart marketing strategies, systems and automation to help cleaning business owners around the world succeed.

With over 22 years as a cleaning business owner herself, and growing to a multi 7 figure cleaning business and experiencing tremendous success, her mission continues. Lisa took her husbands’ ‘average’ office cleaning company and turned it into a multi-million dollar international empire in a little over 2 years, and is now in hot demand as a cleaning business coach, speaker, and mentor.

Lisa was recently named as one of “America’s Premier Experts” and appeared on the Brian Tracy Show on CBS and NBC & FOX Affiliates in the US, and also co-authored a book with Brian Tracy, Power Principles for Success which reached best-seller status in two Amazon.com categories.

While many people frequently call her the “Queen of Cleaning” she will be the first to say that what she really helps cleaning business owners with, is teaching them how to run a cleaning business with a combination of tough love, great systems and strong marketing strategies that actually work for cleaning businesses…

I was on an interview recently, and asked what my top 3 Secrets To Grow Your Cleaning Business in 2017 were (you can checkout that interview I did with Joshua Latimer here) and I thought…hmmm

“That would make a great post for this week….”

because as we get into the year, the better equipped we are with information, the better our year will be right?

So, let’s start off with our customers… and making sales because..

Sales are 100% of Profit

..Sales are 100% of profit

But to get a sale, we have to attract a prospect, and then do a great job and turn them into customers, and then KEEP THEM (which is where a lot of cleaning businesses come undone.

Keeping customers can be HARD

Some customers aren’t shy at all about expressing their opinions. They know they’re paying for a cleaning service and they aren’t afraid to communicate exactly what they want and need.

But then there are others who may be hesitant, unconfident, or at least less forthright with you for dozens of reasons. But the hesitant ones could be the ideal customers, the loyal ones that want your services for years to come. They just need to confirm that you’re the right fit. To unlock this information, you need to know what they’re not saying.

Throughout my years in the cleaning industry, I’ve gathered up the most essential ways to reassure current and potential clients so that your business will be booming. And stay that way…

Here’s what you really need to know:

# 1. They’re dying to figure out how you’ll be different.

You know, different from the previous cleaning service that clearly didn’t work out (because otherwise they wouldn’t have called you). The way to not only reassure them but to actually stand out is by asking them this very simple question (learned from the indomitable Skip Miller)..

What’s causing you to change your cleaning service?

And then be quiet. This is their turn to speak! And, they’ll tell you all the things that they haven’t been happy about – which is valuable information for you, because these things are their ‘hot buttons’….

When you know your prospects ‘hot buttons’ you can tailor-make your proposal like a laser guided missile to it’s target – because you’re offering them targeted solutions to their (already existing) problems.

And no-one else will be doing that, (trust me, most cleaning business sales people just talk about themselves and their company incessantly) instead of talking about solutions to their prospects problems…

…Which is how you win your prospects’ trust..

The ‘ol one two’

And if you want to give them the ‘ol one-two punch’ then hit them with this next question (courtesy of the lovely Angela Brown Oberer…)

How will you know your home or office is really clean?

And guess what? This question will tell you EXACTLY the areas that they ‘see’… That is, the areas that are more visible to them than others.

Meaning (insert drumroll here…)

You can focus on those areas and know in advance, that your shiny new customer will see it, and appreciate it…..and stay with you longer..

It’s simple, but crucial for client retention.

# 2. They want to know how you hire and screen your employees.

What is DIFFERENT about your employees and team?

If you have a special “5 step on-boarding process” that includes some cool new ideas for bringing on efficient team members with a great eye for detail – shout it from the rooftops! (And if you don’t -2017 is the year you need to get your talent acquisition strategy as strong as your customer acquisition strategy).

Remember, your job is to be as DIFFERENT as you can from your competitors, otherwise, you’ll end up competing on price because your prospects won’t be able to make a clear distinction between your services and your competitors, so they’ll go with the lowest common denominator – THEPRICE

# 3. They want to know how long you’ve been in business (and whether you have the proper credentials).

At the beginning of a new prospect relationship, this is simply not the most important thing to your prospect.

Why?

Because you’re not ‘there’ yet (and by ‘there’ I mean, on their mental short-list for the job).

They’re just checking you out… Just think of this as your first date… The time when you bring out “funny, charming you” who’s super interested in everything they have to say….

That my friends, is what a first date is all about…

You’ve Got To Date Your Prospects Before You Ask Them to “Marry” You….

Of course the whole licensed-bonded-insured thing is a great form of outward-facing credibility to the people who matter. How many years of experience your company has is also very telling. These clues speak to your legitimacy and trustworthiness.

And these things ARE important.

It’s just that going on and on about it at the first appointment is just going to bore your prospect to death because, THEY DON’T CARE YET..

But they will.

# 4.They want to know exactly what will be covered.

Whether you use a checklist, talk over problem areas or ask for a list of specifications, clients want reassurance that your team will do a much more thorough job than they’d do themselves if they had the time. That your team will take the time to tackle the areas that matter most (remember, this where you should be talking about those ‘hot buttons’). This should be part of the on-boarding process.

# 5 They want to know what happens if they’re less than pleased with the results.

Nooooooooo….. I just put that point in to mess with you!

Because you, the cleaning industry professional, are going to grow your cleaning business by beginning this relationship positioned as an expert. And you’re going to set your client’s expectations correctly right from the word go.

How would this sound in a real sales appointment? Something like this:

“John/Sarah, as a business, my team and I strive and work towards excellence, however, as with everything in life, it’s impossible to get a perfect score or 100/100 every single day.

Wouldn’t you agree John/Sarah?

So with that in mind, I’m going to be calling/emailing/dropping by on a weekly/monthly/quarterly basis and asking you – ‘are we meeting all of your needs’?

If you feel there’s even a small improvement that could be made, would you do me a favor?

‘Sure..’

Would you let me know before it becomes an issue so we can make any ‘course corrections’ needed, so you can have the service you signed up for, and my team and I can proudly call you our customer for many years to come?

Try this strategy… by getting your customers’ help right from the beginning, it sets up the whole shiny-new relationship on the right footing…

Why?

Because they’re worried about trusting you (they’ve been let down before, remember).

And you’re worried about asking them because you may be afraid those questions will open a can of worms. That’s always a possible outcome, but what’s more likely is that your team’s services will improve, you’ll learn a lot about what makes people lifelong customers AND your business will flourish because you weren’t afraid to ask.

So there you have it… how to grow your cleaning business by knowing what some of the thoughts are that are typically in the back of prospects’ and customers’ minds (but aren’t always addressed out of fear), AND knowing some of the right questions you can be asking to relax your prospect.

What do you think? I would love you to share some of your own experiences. Do you have another ‘top-secret’ question that your prospects ask? Leave me a message in the comments below and share your thoughts – I promise, I read and reply to every message..

“The most important thing in communication is hearing what isn’t said.” – Peter Drucker

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for the next Cleaning Business School – Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

Prefer a live event in either San Diego or New York City in 2017? Get inspired, empowered and take your market by storm. Book now

PS A FREE REPORT FOR YOU: “How To Get Cleaning Clients Even If You’re Brand New To The Cleaning Industry”

Okay, so maybe 2016 was a year you’d rather forget in your cleaning business.

When you look back and reflect on the year that was, you feel like your cleaning business just ‘stood still’, sure you managed to grow a little here and there, but it was tough, and you’ve made a promise to yourself that….

….2017 is going to be different.

Why?

Because you can’t do another year like last year (or the year before…)..

Listen to me.

You’re a cleaning business entrepreneur in a relentless search for business success, profit and time freedom.

DO NOT GIVE IN.

You are a producer. You create.

You, the cleaning business owner, take the risks, you lose the sleep, you give up family time in pursuit of growing your enterprise, you suffer disappointment and loss when things inevitably go wrong, you endure the scorn and ridicule of others who are too afraid to take the chances you’re willing to take.

Too afraid to create what you create. Too afraid to build what you build.

You accept 100% of risk, pain, worry, toil and WORK.

Yet, you SHARE in the rewards.

You create jobs. You pay the most taxes. You provide services that HELP people.

Without you, the machine stops.

YOU. ARE. ATLAS

Like Cleaning Business Owners, Atlas Has The World On His Shoulders

WE NEED YOU. DO NOT GIVE IN.

Lisa xx

Here’s How to Get New Cleaning Clients

Tip # 1 – Know your ideal client.

It sounds simple, but identifying the types of clients you prefer to work with is the first step. Because the best client is a recurring one, your target audience should consist of the people who continually rely on your services. Try to be as specific as possible when identifying your ideal client profile. What careers do they have? What neighbourhoods do they live in? What social media sites are they on and where do they hang out so you can find them?

PRO TIP: If you’re reading this thinking “I can clean for anyone” – you’ll miss the mark. Get laser-like focus on who your best client is – and then get your messaging to be addressing their problems, frustrations and concerns – when you do that, they’ll feel like you’re talking to them, you understand them. And that, immediately makes you much more attractive to them…

Tip # 2 – Develop a marketing plan.

Speaking of social media, having an online presence these days is more crucial than ever. Keep your website and social channels up to date. Clearly state what services you cover on all promotional materials to reduce any confusion in advance, and remember that every time you’re putting something up on social media – have your ideal client in mind.

Would they be interested in that photo of a dirty bathroom (my guess is probably not…), but if they were a business, maybe they’d be interested in something related to their business, or a problem an Office Manager might come across during their day – see how that’s different?

PRO-TIP Get a blog happening on your website, start posting regularly, get out there and target your audience!!

Tip # 3 – Remember your current relationships are a jumping off point.

Ask for referrals from current clients that you like doing business with. Chances are, they have similar friends, colleagues, family or other business owners in need of what you provide.

PRO TIP: Make sure you have a system for referral-getting, don’t just use the “hope” marketing strategy for this…. Referrals are an AWESOME way for you to build great relationships with your existing customers (remember to always recognize and thank people for referring you), AND, build your business with more of your Ideal Clients

Tip # 4 – Build credibility and your network.

What’s your strategy for getting regular testimonials (is that crickets I can hear…?)

In the cleaning business, if you don’t ask, you don’t get.

ASK!

And make it easy for them to give you a testimonial. If you send them an email, put in a link to your Facebook page or Linked In, so they don’t have to find it themselves – remember that in the 21st century we now have an attention span of 8.2 seconds.

<<<— Same as this goldfish

So, you have to do all the ‘leg-work’ – make it easy, ask for just 1 or 2 lines, and then, are you ready for this huge piece of advice????

SHARE THAT TESTIMONIAL EVERYWHERE – AND OFTEN

PRO TIP: Are you being a good referrer? If you have business clients, try and make a conscious effort to understand their business, and look for opportunities you can help and promote them to your friends, family and network. You will be AMAZED at how this one strategy will help you build enormous goodwill with your customers.

The final piece of advice may be the most revolutionary. Stay with me. Are you ready?

Tip # 5 – Raise your prices.

It may sound crazy, but sometimes reaching those top tier clients means knowing when to charge more. Obviously make sure that your prices are consistent with the results they can expect first.

Tip # 6 – Articulate your VALUE PROPOSITION

What are you bringing to them that is of value? What are your benefits? HINT: It isn’t that you’ve been in business since the dark ages, it isn’t because you’re a husband and wife team, it isn’t because you have great training, it isn’t about you at all.

IT IS ALWAYS, ALWAYS, ALWAYS ABOUT THEM

Both features and benefits sell. But consider this… no-one cares about how you’re going to do the cleaning, they just want a clean home or business.

So focus the emphasis on the benefits. The benefits close the sale. Why? Because most people buy on emotions. Benefits help bring out emotions in your prospects and then they justify their buying decision using logic.

Bottom line: Clients willing to pay more are the ones who appreciate value & quality – and it’s your job as a cleaning business owner to demonstrate that to them.

Remember, if you charge more, and can clearly outline the VALUE and BENEFITS that your business will bring to their lives, people will perceive you as more valuable, and will be prepared and willing to pay more for your services..

So, What’s your 2017 going to be like? If you’re tired of struggling and going-it-alone, ask yourself this one question:

Are You Ready to Systemize & Streamline Your CleaningBusiness in Just 8–Weeks? Learn how to streamline and simplify your cleaning business as well as how to sell and market your business so you can get your LIFE BACK. … If you‘re committed and ready to make a serious change in your life and your business, then Cleaning Business School is exactly where you need to be.

8 x Weekly Video modules, blueprints, checklists, cheat sheets and scripts delivered in an easy-to-understand step-by-step system, PLUS a weekly LIVE GROUP VIDEO CALL with me, where we get to work on your business, so that 2017 can be your best year yet.

“The most basic and powerful way to connect to another person is to listen. Just listen. Perhaps the most important thing we ever give each other is our attention….” Rachel Naomi Remen

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for the next Cleaning Business School (Starting Jan 2017) – 8 Weeks of Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

PS A FREE REPORT FOR YOU: “How To Get Cleaning Clients Even If You’re Brand New To The Cleaning Industry”

The great cleaning businesses have multiple attributes that create their success – they work with a cleaning business coach, they have great people in their Organization, they’re passionate about serving their clients, and they’re dedicated to having outstanding systems and processes. All of these are very high on the list, but another thing this group of cleaning businesses do very well, is that they know how to look for, (and find), their ideal clients.

You see, in today’s economy, success in business is all about search. Get good at search and it changes everything.

Think about it: to build a great database you need a number of contacts, and then need to be able to filter those contacts to the ones that count, based on recent events i.e. when their current contract is up, or when they are moving etc…

Here’s some searches to think about:

Bring up a list of every prospect that you’ve ever provided with a quote for your cleaning services. How many of them have changed their cleaning service since you last spoke? Maybe they’re ready to change right now and just need a call to get the wheels in motion…

Geographic search – Got a great staff member or subcontractor in a certain location? Look at your prospect list –who do you know in that area who might be looking for a great new cleaner?

Find your top 100 clients, based on those that have done multiple transactions with you, or those that refer you the most.

Create your ‘dream list’ of clients you’d like to work with and start building up a relationship with them on social media – start following them, liking, sharing or commenting on their posts…

Of course, search can also include using Google Adwords and/or Facebook and buying ads to advertise your business. These are very effective also, but remember, there are costs involved in setting up and then having your ads displayed… and, if you’re targeting isn’t done right, it could end up costing you a lot of money for very little return on your investment..

The secret is finding the right list to call at the right time, because being relevant wins.

So how can you do that easily?

If you have a cleaning business coach, have the conversation with them – what do they recommend? Here at Cleaning Marketer, we’re totally focussed on having cleaning business automation to handle all of the ‘heavy lifting’ with prospecting that will handle this process for you and keep you ‘in front’ of your ideal prospects on a regular basis, and save you a lot of time without the headache of having to ‘figure it all out’ by yourself..

Are you a great cleaning business? What’s been the number # 1 secret to your success..? I’d love to hear from you in the comments below..

Today’s quote:

Even great people need constant opportunities for improvement. Thomas Crosby

Lisa x

………………………………………………………………………………………………

First time to our blog…? Welcome, it’s great to have you here 🙂 Want to know more about us – check us out here.

Cleaning Marketer works exclusively with cleaning businesses to help them attract more prospects, make more sales, and keep their clients longer.

Want fast business growth? Register for Cleaning Business School – 4 Weeks of Fast Growth Ideas for Cleaning Businesses who want to attract more prospects, make more sales and keep their clients longer.

Prefer a live event in either San Diego or New York City? Get inspired, empowered and take your market by storm. Book now.